Systems and methods for providing advertisements in live event broadcasting

ABSTRACT

Systems and methods for real-time bidding of advertisement during live event broadcasting are disclosed including calculating intensity levels during a live event, opening advertisement space on screen for real-time bidding based on intensity levels, and displaying an advertisement in the advertisement space as an overlay on video images of the live event broadcasting.

CROSS-REFERENCE TO RELATED APPLICATIONS

This application relates to and claims priority from the following U.S.Applications. This application claims priority from U.S. applicationser. No. 16/407,705, filed May 9, 2019, issued as U.S. Pat. No.10,932,010, and from U.S. Provisional Patent Application No. 62/670,002filed May 11, 2018, both of which are incorporated herein by referencein their entirety.

BACKGROUND OF THE INVENTION 1. Field of the Invention

The present invention relates to systems and methods for insertingadvertisements during live sporting event broadcasting. Moreparticularly, the present invention relates to systems and methods forproviding dynamic layered graphic elements for advertising in livesports broadcasting.

2. Description of the Prior Art

Exemplary US Patent Documents relevant to the prior art include:

U.S. Pat. No. 7,856,372 for “Targeting content to internet enabled radiodevices” by Shah Ullah, filed Oct. 28, 2007 and issued Dec. 21, 2010,describes methods and systems for managing content, includingadvertising content, delivered to various network-connected devices,including screens, mobile devices, computers, televisions, radios, andthe like, based on usage profiles associated with device-specificidentifiers for mobile devices, short-distance wireless technologies fortransmission of content and detection of proximity, and contenttargeting and management techniques.

U.S. Pat. No. 7,856,373 for “Targeting content to network-enableddevices based upon stored profiles ” by Shah Ulah, filed Oct. 28, 2007and issued Dec. 21, 2010, describes methods and systems for managingcontent, including advertising content, delivered to variousnetwork-connected devices, including screens, mobile devices, computers,televisions, radios, and the like, based on usage profiles associatedwith device-specific identifiers for mobile devices, short-distancewireless technologies for transmission of content and detection ofproximity, and content targeting and management techniques.

U.S. Pat. No. 8,060,399 for “Targeting content to network-enabledtelevision devices” by Shah Ullah, filed Mar. 4, 2011 and issued Nov.15, 2011, describes methods and systems for managing content, includingadvertising content, delivered to various network-connected devices,including screens, mobile devices, computers, televisions, radios, andthe like, based on usage profiles associated with device-specificidentifiers for mobile devices, short-distance wireless technologies fortransmission of content and detection of proximity, and contenttargeting and management techniques.

U.S. Pat. No. 8,572,639 for “Broadcast advertisement adapting method andapparatus” by Michael Ficco et al., filed Jan. 26, 2005 and issued Oct.29, 2013, describes techniques of adapting an advertisement previouslybroadcast or in the process of being broadcast. An advertisementselection factor is generated in order to adapt ads to a particularrecipient. The advertisement selection factor can be derived from adatabase of information concerning the recipient and/or from data inputby the recipient. The ad may be adapted in a variety of ways includingreplacing a broadcast ad segment with another segment. The replacementad segment may be stored in a local device such as a set-top box orhardware card of a TV or PC and selected according to the advertisementselection factor. The replacement ad segment is synchronized with theon-going broadcast to produce a seamless ad. Alternatively, an adprocessing can change audio or visual characteristics of the adaccording to the ad selection factor. Such ad processing also includesdynamical texture mapping, object replacement, object addition, andaudio/video data layering. The ad processing may also be combined withad segment replacement. The result is a broadcast advertisementspecifically targeted for a recipient and thereby likely to have agreater impact on that recipient's buying patterns. These techniques mayalso be applied to a variety of content such as sitcoms and sports showsto adapt the content to a particular recipient.

U.S. Pat. No. 8,819,726 for “Methods, apparatus, and systems forpresenting television programming and related information” by MichaelWetzer et al., filed Oct. 14, 2011 and issued Aug. 26, 2014, describesmethods and apparatus for providing advertising information on a seconduser viewing device relating to a media program viewed on a first userviewing device. Upon determining that the media program is beingpresented via the first user viewing device, an ad programming signal istransmitted to the second user viewing device so as to present on thesecond user viewing device at least one first advertisement relating tocontent of the media program.

US Publication No. 2004/0117819 for “Apparatus for producing TVadvertising contents and inserting interstitial advertisements on TVprograms” by Ming-He Yu, filed Dec. 12, 2002, describes An apparatus andmethod for producing TV advertising contents and inserting interstitialadvertisements on TV programs which is primarily used to interstitiallyinsert the DIY audio, video, graphics, and texts onto ordinary TVprograms, where the Data Storage Unit can record these audio/video andgraphic/text data of ad contents. Users can store pictures and soundscaptured by digital cameras or digital camcorders in the Data StorageUnit. The data of audio/video and graphic/text stored in the DataStorage Unit can be provided to the Video and Graphics Processing Unitfor blending or overlaying, and be incorporated into the TV programsthat are transferred from the Audio and Video Input Unit. The way toincorporate video for broadcasting includes to broadcast with two (ormore than two) pictures (the pictures from Data Storage Unit and thepicture of TV programs) blended, and to broadcast withPicture-in-Picture (PIP) overlay. In addition, it is available to insertcaptions or on-screen-displays through an User Interface Unit.

US Publication No. 2009/0320061 for “Advertising Based on Keywords inMedia Content” by Bradley R. Pettit et al., filed Jun. 19, 2008,describes a trigger including both a criteria portion and a payloadportion is accessed, the criteria portion identifying one or morecriteria that includes a keyword, and the payload portion identifyingone or more actions for presenting advertising content. Datacorresponding to media content being presented is also accessed, and acheck is made as to whether the data satisfies the one or more criteria.The one or more actions are performed in response to the data satisfyingthe one or more criteria. The trigger associating the advertisingcontent with the keyword can be received in exchange for compensation.

US Publication No. 2011/0258049 for “Integrated Advertising System” byJorey Ramer et al., filed Feb. 1, 2011, describes improved capabilitiesfor selecting advertisements to be delivered to mobile communicationfacilities using a monetization platform that may act as an advertisinghub. The monetization platform may interact with an ad exchange tocollect relevant advertisements for delivery to the mobile communicationfacilities. The monetization platform may also facilitate the selectionof advertisements through the ad exchange by associating advertisementrequests with user, user profile or other mobile communication typeinformation. Methods and systems of the present invention are describedfor aggregating mobile communication facility user profile data,including user profile data obtained from a mobile communicationfacility, the user's Internet usage, offline user data, and settopentertainment facility data relating to the user.

US Publication No. 2012/0180084 for “Method and Apparatus for VideoInsertion” by Yu Huang et al., filed Dec. 30, 2011, describes a systemand method that inserts a virtual image into a sequence of video frames.The method includes capturing geometric characteristics of the sequenceof video frames, employing the captured geometric characteristics todefine an area of the video frames for insertion of a virtual image,registering a video camera to the captured geometric characteristics,identifying features in the sequence of video frames to identify thedefined area of video frames for insertion of the virtual image, andinserting the virtual image in the defined area. Vanishing points areestimated to determine the geometric characteristics, and the virtualimage is blended with the area of video frames prior to inserting thevirtual image in the defined area.

US Publication No. 2006/0026628 for “Method and apparatus for insertionof additional content into video” by Kong Wah Wan et al., filed Jul. 29,2005, describes a method and apparatus inserts virtual advertisements orother virtual contents into a sequence of frames of a video presentationby performing real-time content-based video frame processing to identifysuitable locations in the video for implantation. Such locationscorrespond to both the temporal segments within the video presentationand the regions within an image frame that are commonly considered to beof lesser relevance to the viewers of the video presentation. Thisinvention presents a method and apparatus that allows a non-intrusivemeans to incorporate additional virtual content into a videopresentation, facilitating an additional channel of communications toenhance greater video interactivity.

US Publication No. 2012/0215640 for “System for Targeting Advertising toMobile Communication Facilities Using Third Party Data” by Jorey Rameretet al., filed Apr. 29, 2012 describes a system for targeting advertisingcontent includes the steps of: (a) receiving first and second requestsfor advertising associated with first and second users, wherein theusers are identified; (b) retrieving data pertaining to the users from adata provider; (c) selecting respective advertising content from thefirst and second sponsors based at least on a determination of relevancyof each advertising content to the data provider's data, wherein therelevancy determination generates respective relevancy scores; (d)determining the advertising content of the first sponsor is morerelevant to the first user and the advertising content of the secondsponsor is more relevant to the second user based on the respectiverelevancy scores; and (e) transmitting the advertising content of thefirst sponsor to the first mobile communication facility for display andtransmitting the advertising content of the second sponsor to the secondmobile communication facility for display.

U.S. Pat. No. 9,060,210 for “Generating excitement levels for liveperformances” by Warren Joseph Packard et al., filed Apr. 29, 2012describes monitoring a live performance by analyzing an input datastream comprising real-time updates related to the live performance.Different sets of excitement levels, excitement curves, alerts andteasers are generated based on the analysis and reported to a pluralityof subscribers using any of a variety of mobile communication and/orcomputing devices.

US Publication No. 2016/0132941 for “Apparatus and method for providingvirtual advertisement” by Ju-Hyeun Han et al., filed Dec. 4, 2015,describes an apparatus and method for providing a virtual advertisement,and more particularly an apparatus and method that can determine thesize of a virtual advertisement image to be inserted into a moving imagewhile taking into account the size of an advertising region included inthe moving image, that can select an appropriate virtual advertisementimage based on the determined size of the virtual advertisement image,and that can measure the objective exposure level of a virtual indirectadvertisement and calculate advertising expenses based on the measuredobjective exposure level. Furthermore, there are provided an apparatusand method that select a virtual advertisement image to be inserted intoan advertising region while taking into account the size of a virtualadvertising region that varies depending on the angle of a camera or theposture of a virtual advertisement object.

US Publication No. 2015/0215605 for “Virtual advertising platform” byinventor Karel Paul Stephan filed Apr. 9, 2015, describes a virtualadvertising platform may use a three-dimensional mapping algorithm toinsert a virtual image within a digital video stream. The virtualadvertising platform may apply a three-dimensional mapping algorithm tothe virtual digital image, wherein the three-dimensional mappingalgorithm causes the virtual digital image to be recomposited within aplurality of frames within a received two-dimensional digital data feedin place of a spatial region within the two-dimensional data feed. Themapping algorithm may enable application of analogous geometric changesto the virtual digital image that are present in the spatial regionwithin the plurality of video frames within the two-dimensional digitalvideo data feed, and may send the recomposited digital data feed fordisplay to a user, wherein the recomposited digital data feed is avirtualized digital data feed that includes the virtual digital image inplace of the spatial region.

SUMMARY OF THE INVENTION

In one embodiment, the present invention provides systems and methodsfor real-time bidding of advertisement locations during live eventbroadcasting. Intensity levels for different moments of a live event arecalculated based on analytical data of the live event. A broadcastercomputer automatically opens at least one advertisement location duringa specific moment in the live event broadcasting for auction in realtime at least based on an intensity level for the specific moment.Different bidder computers automatically bid for the at least oneadvertisement location on the screen during the specific moment in realtime based on the intensity level, audience targeting information, andtheir bidding settings. In one embodiment, the present inventionprovides analytics for key audience segments for a broadcaster who thenprovides audience targeting information for bidders. In anotherembodiment, a third party provides audience targeting information forbroadcasters and/or bidders. At least one advertisement from at leastone winning bidder is displayed at the at least one advertisementlocation on the screen during the specific moment of the live eventbroadcasting. A dynamic digital graphic element is overlaid on the videoimages of the live event broadcasting during the specific momentrepresenting an advertisement for the winning bidder. During the liveevent broadcasting, there are multiple moments for real-time bidding forat least one advertisement location, and digital graphic elementsrepresenting winning advertisements are overlaid at the at least oneadvertisement location on the video images during these multiple momentsrespectively.

These and other aspects of the present invention will become apparent tothose skilled in the art after a reading of the following description ofthe preferred embodiment when considered with the drawings, as theysupport the claimed invention.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a schematic diagram of a cloud-based system of the presentinvention.

DETAILED DESCRIPTION

The present invention is directed to systems and methods for advertisingduring live event broadcasting. Intensity levels for different momentsof a live event are calculated, and a location on the video images ofthe live event broadcasting from one broadcaster is up for auctionduring these different moments. Various advertisers bid in real time forthe location on the video images of the live event broadcasting foradvertisements during these different moments. The value of the locationon the video images of the live event broadcasting during a specificmoment is at least based on an intensity level of that moment in thelive event. A dynamic graphic element representing an advertisement froma winning bidder is displayed as an overlay at the location on the videoimages of the live event broadcasting during a specific moment.

The present invention provides systems and methods for advertisingduring live sporting event broadcasting. At least one broadcastercomputer and at least one advertiser computer is in networkcommunication with a server platform. The at least one broadcastercomputer is operable to broadcast video images of a live sporting eventand select at least one location of the video images for advertisementbidding for at least one moment of the live sporting event. The serverplatform calculates an intensity level for at least one moment of thelive sporting event based on real-time data, historical data,statistical data, and prediction data regarding to the live sportingevent. The at least one broadcaster computer determines an ask value forthe at least one location on the video images for the at least onemoment of the live sporting event based on the intensity level. The atleast one advertiser computer automatically places at least one bidvalue for the at least one location on the video images at the at leastone moment of the live sporting event for advertisement based on theintensity level and audience targeting data. The server platformoverlays at least one graphical element representing at least oneadvertisement from at least one bid-winning advertiser computer on thevideo images of the live sporting event at the at least one moment inreal time. The server platform facilitates transactions for advertisingat the at least one location of the video images for the at least onemoment of the live sporting event between the at least one broadcastercomputer and the at least one bid-winning advertiser computer.

A live event refers to any live action that has an element ofuncertainty, suspense, surprise, or competition, for example but not forlimitation, sporting events, beauty pageants, political rallies, etc.Preferably, the present invention is directed to systems and methods foradvertising in live sporting event broadcasting. For example, and notfor limitation, sporting events includes American football, basketball,baseball, golf, soccer, tennis, rugby, hockey, cricket, volleyball,horse racing, auto racing, boxing, mixed martial arts, swimming, trackand field, and any other sports event. During a live event, there aremoments more intense than others. For example, a touchdown run in an NFLfootball game, overtime or the last few minutes in an NBA basketballgame, a potential triple play in a MLB baseball game, etc. People whoare interested in the live event may not want to or have time to sitthrough the whole event, but they do not want to miss out on the intensemoments. Thus, these live intense moments draw a lot more attention fromviewers and are great opportunities for advertisements.

The live event broadcasting is via traditional TV network programs,in-stadium displays, social media streaming (e.g., YOUTUBE, FACEBOOK,TWITTER, etc.), virtual reality broadcasting, augmented realitybroadcasting, etc.

The location on the video images of the live event broadcasting foradvertisement is preferably based on the location of audience attention.In one embodiment of the present invention, the advertisement locationis a fixed and designated spot. For example, the fixed and designatedspot is right next to a score bug or score banner. The score bug orscore banner is a digital on-screen graphic displayed at either the topor lower third bottom of a display screen during a sporting eventbroadcasting in order to display the current score and other statistics.In another embodiment of the present invention, the location foradvertisement is variable. For example, the location for anadvertisement is related to the location of participants and/orinstruments in an intense instance of a live event. For example, and notfor limitation, the live event is a football game, and an intenseinstance is a touchdown run. The location for advertisement is on oraround the football player running for a touchdown.

Advertisers bid for the location for advertisements in live eventbroadcasting. In one embodiment, the present invention provides an adexchange platform for real-time auction and bidding. Various advertisersare enabled to bid over the ad exchange platform for advertisementlocations from different broadcasters for advertisements based onintensity levels of a live event, and an advertisement from a winningbidder is displayed on screen at an advertisement location on the videoimages of the live event broadcasting from a broadcaster during aspecific moment.

The ad exchange platform facilitates the buying and selling of mediaadvertising inventory from multiple broadcasters. Prices for theinventory are determined through bidding. Real-time bidding is a meansby which advertising inventory is bought and sold via programmaticinstantaneous auctions. During a real-time bidding, advertising buyersbid on an advertisement location. An advertisement from a winning bidderis instantly displayed on the advertisement location on the video imagesof the live event broadcasting.

In one embodiment of the present invention, bidders for advertisementinclude advertisers, advertising agencies, and any other entities whobuy advertisement space for certain products, services or events; andsellers for advertisement space on the screens include broadcasters,live streaming platforms, and other entities who provide screen spacefor advertisements in live event broadcasting.

In one embodiment, the present invention provides a graphical userinterface (GUI) for the bidders to interact with the ad exchangeplatform, and manage their bids and accounts. The bidder GUI is in theform of a webpage login or an application program. Real-time bidding foradvertisements takes place within the ad exchange platform, and biddersare operable to manage their bids for advertisement spots via the bidderuser interface. For example, and not for limitation, the bidders areenabled via the bidder GUI to set bidding prices, maximum biddingprices, advertisement budget, and etc. The ad exchange platform of thepresent invention is operable to provide analytical data for audiencetargeting, and the bidder GUI provides bidders access to analytical datafor better targeting in advertisement. The bidder GUI further enablesbidders to monitor and optimize advertisement campaign performance.

In one embodiment, the present invention provides a graphical userinterface (GUI) for the sellers of advertisement space during live eventbroadcasting to interact the ad exchange platform, manage advertisingspace inventory, fill the screen space with advertisements, and receiverevenue. The seller GUI is in the form of a webpage login or anapplication program. The sellers of advertisement space are enabled viathe seller GUI to automate and optimize the selling of advertisementspace during live event broadcasting.

In one embodiment, dynamic graphic elements representing advertisementsfrom the winning bidders are overlaid on the video images of the liveevent broadcasting during specific moments. In one embodiment, a dynamicgraphic element is a logo or a tagline for a product, a service or anevent; the dynamic graphic element is overlaid at the designatedlocation on the video images of the live event broadcasting during aspecific moment. When a different advertiser wins the bidding for thedesignated location at a different moment, a different graphic elementis overlaid and displayed at the designated location on the video imagesof the live event broadcasting at that different moment.

In a live event, such as a sporting event, there are intense moments orhighlights. In one embodiment, the present invention provides ananalytics platform with a rules engine. The rules engine includes a setof rules for rating different moments during a live sporting event basedon analytics and predictions. The analytics and predictions are based onreal-time data collected from athletes, sporting instruments, videos,and other input data automatically or manually collected from the livesporting event. The analytics and predictions are also based onstatistical data for athletes from past events. The advanced dataanalytics is described in U.S. Patent Publication No. 2017-0259115 bycommon assignee SportsMEDIA Technology Corporation, and is incorporatedherein by reference in its entirety.

For example, the present invention is operable to predict a triple playin a baseball game based on the scores and positions of players in thebaseball game, trajectory of the baseball, and/or statistical data forthe batter. When there are no outs with two runners on the first baseand the second base, and when the batter hits a ground ball, there is ahigh probability for a triple play and the intensity during this momentis high. A broadcaster of this baseball game is operable to open up anadvertisement location on the video images of the live baseball gamebroadcasting for advertisement bidding in real time. Alternatively, anapplication recognizes that the probability for a triple play meets orexceeds a threshold or that a triple play is occurring. The applicationprogram uses statistics and analytics described in U.S. PatentPublication No. 2017-0259115 to determine the probability exceeds athreshold or that a triple play is occurring. An advertisement from thewinning bidder is displayed at the advertisement location on the videoimages of the live baseball game broadcasting.

In one embodiment, there is an instant replay for highly intensemoments. The advertisement overlaid on the video images of live eventbroadcasting is also displayed in the instant replay, which makes thebroadcast time for the intense moments longer, and the advertisementlocation on the video images of the live event broadcasting during theintense moments more valuable. Alternatively, if the highly intensemoment does not permit enough time for an advertisement to be shown inreal-time when the highly intense moment occurs, an advertisement fromthe winning bidder is displayed at the advertisement location on theinstant reply. In yet another embodiment, bidding parameters for ahighly intense moment include bidding for an advertisement to be shownin real-time when the highly intense moment occurs and bidding for theadvertisement to be shown in the instant reply.

An intensity level is a rating given to a moment in a live event. In oneembodiment, the intensity level is on a scale of 0 to 100, with 0 forthe least intense moment and 100 being the most intense moment. Inanother embodiment, the intensity level is on a scale of 0 to 10, with 0for the least intense moment and 10 being the most intense moment. Inyet another embodiment, the intensity level is on a scale of 0 to 1,with 0 for the least intense moment and 1 being the most intense moment.The intensity levels are calculated by considering different elementswith different weighting factors for a specific event. Elements include,but are not limited to, a presence of a star player, the presence of acertain percentage of star players, a small difference in scorenumerically or by percentage, a short amount of time on the game clock,a short amount of time on a shot clock, a high number of fouls orpenalties on one or more players, a final game in a series or a pivotalgame in a series (ex: one team must win for the next game in the seriesto be played), historical and probabilistic statistics including: alikelihood of one or more players making clutch plays during apredetermined time period such as the last quarter of a game, the lastfew minutes of a game, the last minute of a game, etc., a shootingpercentage, steal percentage, shot block percentage, assist percentage,or other offensive or defensive statistic for the relevant portion of agame, a possibility or likelihood of a team winning a game they havenever won before or haven't won in a certain amount of time, apossibility or likelihood of a team winning a game to keep a winningstreak against a team or an overall winning streak alive, the final gameor potential final game of a collegiate athlete, the final game orpotential final game of a professional athlete, a final game orpotential final game of a coach, the final game or potential final gameof a player for a team, a rivalry ranking between the teams, apotentially record breaking statistic such as a record number of points,blocks, steals, shots, sacks, tackles, interceptions, receptions, yards,goals, saves, touch downs, dunks, three point shots, free throws, doubledoubles, triple doubles, strike outs, assists, home runs, or any otheroffensive or defensive statistic for a team, a game, a season, or aleague, and any other historical or probabilistic statistic. Preferably,certain historical or probabilistic statistics are weighted more heavilythan others in determining the intensity level and/or a starting bid foradvertising during the moment at the live event.

In one embodiment, the present invention provides intensity levels fordifferent moments in a live event in real time for a broadcaster. Thebroadcaster opens an advertisement location on the video images of thelive event broadcasting during a moment, and lists the advertisementlocation for real-time bidding on an ad exchange platform. The specificbroadcaster is operable to set a starting bid for the advertisementlocation available during the moment based on the intensity level. Inone embodiment, the ad exchange platform displays an intensity level ofspecific moments for each open advertisement location on video images ofthe live event broadcasting.

In one embodiment of the present invention, a live event is divided intofixed and equal time intervals, each moment has the same length timewiseand has an intensity level. In another embodiment, the live event ismarked by intensity levels with different time intervals depending onthe length of specific events happening during different moments. Forexample, a touchdown run just lasts a couple of seconds with anintensity level 90. Also for example, there are moments a few minuteslong without anything intense happening, having an intensity level 10.

In one embodiment, the present invention provides a real-time alert ofan intensity level for advertisers through the bidder user interface.The advertisers are enabled to set an intensity level threshold abovewhich they are interested in via the bidder user interface. Theadvertisers are then enabled to bid for an advertisement location withan intensity level above the threshold for a certain event on certainbroadcaster during a certain moment manually or automatically. Forexample, an advertiser for DORITOS® is only interested in intensitylevels above 80 in an NFL football game on NBC. When the advertisercomputer receives an alert, or identifies an intensity level above thethreshold value for an advertisement location in a live eventbroadcasting via the bidder user interface, it automatically bids forthe advertisement location. The present invention is operable to placean advertisement for a successful bidder as an overlay at theadvertisement location on the video images of the live eventbroadcasting in real time.

In one embodiment, the present invention provides a real-time alert ofintensity level for viewers through an application program associatedwith a specific broadcaster. The viewers are operable to set anintensity level threshold above which they are interested in. Forexample, a viewer is only interested in moments with intensity levelsabove 75 in an NFL football game. In one embodiment, an applicationautomatically sends these clips to a viewer in an electroniccommunication in real-time. Alternatively, an application compiles clipsof intensity levels above a certain threshold and sends these clips to aviewer in an electronic communication after the game. In one embodiment,the viewer receives these clips through an application on an electroniccommunications device. Alternatively, the viewer receives these clips asan attachment to an electronic message such as an email, via a hyperlinkin an electronic message, or embedded in an electronic message. Theviewer is also operable to receive the clips via a multimedia messageservice (MMS) on a mobile device. The application is also operable tosend a clip or a compilation of clips with intensity levels above acertain threshold to an in-stadium display and/or to a social media feedsuch as FACEBOOK or TWITTER. The application converts the clip orcompilation of clips to a different file format before sending the clipor compilation of clips to another device in another embodiment. In yetanother embodiment, the application is operable to capture still imagesor shorter clips such as GIFS from the clip or compilation of clips andsend these images or GIFS to another device or a social media feed.Preferably, the overlaid advertisements are included in the clip or thecompilation of clips, which further increase the value of theadvertisement locations.

In one embodiment of the present invention, the intensity levels areprovided for selective view after live broadcasting. For example, a liveevent is broadcasted and recorded by a broadcaster, and a whole video orseparate video clips are posted on the broadcaster's website orapplication program with intensity level information. The intensitylevel information is presented in an intensity curve or an intensitytable. Advertisements placed at moments with higher intensity levelshave higher chance for replay later. Thus, these advertisements get moreattention from more viewers, and are more valuable.

In another embodiment, intensity levels are aligned with a usage chartfor a specific sporting event along a timeline. Detailed descriptionsfor the usage chart is provided in U.S. patent application Ser. No.15/915,771 filed Mar. 8, 2018 by common assignee SportsMEDIA TechnologyCorporation and is hereby incorporated herein by reference in itsentirety. Advertisers are enabled to see the intensity levels with otherstatistical data during a certain period of time, and make betterdecisions for advertisement bidding. Viewers are enabled to see theintensity levels and the statistical data for more insights and betterengagement into the sporting event. Commentators are enabled to commenton specific moments with quantifying intensity levels and draw moreattention from viewers.

In targeted marketing, audiences or viewers are segmented based ondemographic data (e.g., age, level of education, income, ethnicity,gender, etc.), geographic data (e.g., region, county, census tract,etc.), psychographic data (personality, values, attitudes, interests,level of readiness for change and lifestyles, etc.), delivery channelsfor the broadcast (TV, mobile streaming, desktop streaming, etc.), andany other relevant data. These data are collected from cable TVproviders, internet service providers, mobile data providers, and otherparties who possess viewership data.

In one embodiment, the present invention provides analytics of keyaudience segments for broadcasters in order to provide better audienceinsights. The better the audience insights are, the better advertisersknow about the values of the advertisement space to them. In oneembodiment, the broadcasters are enabled to offer one advertisementlocation on video images of live event broadcasting for different keyaudience segments during a specific moment. For example, and not forlimitation, one advertisement location on the screen is open for amoment with an intensity level 90 during a live event, there are twodifferent bids open for two different key audience segments A and B.Advertisers interested in key audience segment A bid for theadvertisement location for key audience segment A. Advertisersinterested in key audience segment B bid for the advertisement locationfor key audience segment B. As a result, there is a winner for theadvertisement location for each key audience segment, and there are twodifferent advertisements for the same moment with the intensity level 90broadcasting to the two different key audience segments respectively.For example, at a touchdown run moment in an NFL football game, a Subaruadvertisement won the bidding for urban audience and is broadcast to theurban audience, and a Ford F150 advertisement won the bidding for ruralaudience and is broadcast to the rural audience. In another embodiment,the present invention provides for simultaneous bidding across audiencesegments, with the winning bidder showing different advertisements fordifferent audience segments. Using the example above, if Subaru winsbids for audience segments A and B, Subaru's advertisement for a SubaruImpreza is shown to audience segment A and Subaru's advertisement for aSubaru Forester is shown to audience segment B.

Alternatively, delivery channels are segmented into delivery channelsegments based on the mechanism for delivery of the broadcast, such asTV, online streaming, and in-stadium display. These delivery channelsegments include delivery channel sub-segments in another embodiment ofthe present invention. By way of example, online streaming is brokendown by websites offering online streaming, mobile app vs. desktopscreening, etc.

In another embodiment, the present invention provides the analytics ofkey audience segments to the advertisers directly for better targetedadvertisement bidding. In another embodiment, broadcasters andadvertisers get access to the analytics of key audience segments from athird party.

In one embodiment, the present invention provides a cloud-based platformfor data analytics and advertisement in live event broadcasting. Thecloud-based platform is associated with different databases includingdatabases storing real-time data related to events, participants, andinstruments of a live event, databases storing historical data relatedto similar events and participants, databases storing viewership data,and etc. The cloud-based platform is operable to provide analytics basedon all the accessible data and predetermined rules, determine intensitylevels for different moments in a live event, and analyze audiencetargeting information. The cloud-based platform is further operable toprovide an advertisement exchange for broadcasters and advertisers. Thebroadcasters open and list advertisement locations on the advertisementexchange via a seller user interface in real time based on intensitylevels during different moments of live event broadcasting. Theadvertisers bid for the advertisement locations in real time via abidder user interface. The cloud-based platform is further operable tooverlay a dynamic graphic element for an advertisement of the winningbidder at the location on the video images of the live eventbroadcasting.

Referring now to the drawings in general, the illustrations are for thepurpose of describing a preferred embodiment of the present inventionand are not intended to limit the present invention thereto.

FIG. 1 is a schematic diagram of an embodiment of the inventionillustrating a computer system, generally described as 800, having anetwork 810, a plurality of computing devices 820, 830, 840, a server850, and a database 870.

The server 850 is constructed, configured, and coupled to enablecommunication over a network 810 with a plurality of computing devices820, 830, 840. The server 850 includes a processing unit 851 with anoperating system 852. The operating system 852 enables the server 850 tocommunicate through network 810 with the remote, distributed userdevices. Database 870 may house an operating system 872, memory 874, andprograms 876.

In one embodiment of the invention, the system 800 includes acloud-based network 810 for distributed communication via a wirelesscommunication antenna 812 and processing by at least one mobilecommunication computing device 830. Alternatively, wireless and wiredcommunication and connectivity between devices and components describedherein include wireless network communication such as WI-FI, WORLDWIDEINTEROPERABILITY FOR MICROWAVE ACCESS (WIMAX), Radio Frequency (RF)communication including RF identification (RFID), NEAR FIELDCOMMUNICATION (NFC), BLUETOOTH including BLUETOOTH LOW ENERGY (BLE),ZIGBEE, Infrared (IR) communication, cellular communication, satellitecommunication, Universal Serial Bus (USB), Ethernet communications,communication via fiber-optic cables, coaxial cables, twisted paircables, and/or any other type of wireless or wired communication. Inanother embodiment of the invention, the system 800 is a virtualizedcomputing system capable of executing any or all aspects of softwareand/or application components presented herein on the computing devices820, 830, 840. In certain aspects, the computer system 800 may beimplemented using hardware or a combination of software and hardware,either in a dedicated computing device, or integrated into anotherentity, or distributed across multiple entities or computing devices.

By way of example, and not limitation, the computing devices 820, 830,840 are intended to represent various forms of digital computers 820,840, 850 and mobile devices 830, such as a server, blade server,mainframe, mobile phone, personal digital assistant (PDA), smartphone,desktop computer, netbook computer, tablet computer, workstation,laptop, and other similar computing devices. The components shown here,their connections and relationships, and their functions, are meant tobe exemplary only, and are not meant to limit implementations of theinvention described and/or claimed in this document

In one embodiment, the computing device 820 includes components such asa processor 860, a system memory 862 having a random access memory (RAM)864 and a read-only memory (ROM) 866, and a system bus 868 that couplesthe memory 862 to the processor 860. In another embodiment, thecomputing device 830 may additionally include components such as astorage device 890 for storing the operating system 892 and one or moreapplication programs 894, a network interface unit 896, and/or aninput/output controller 898. Each of the components may be coupled toeach other through at least one bus 868. The input/output controller 898may receive and process input from, or provide output to, a number ofother devices 899, including, but not limited to, alphanumeric inputdevices, mice, electronic styluses, display units, touch screens, signalgeneration devices (e.g., speakers), or printers.

By way of example, and not limitation, the processor 860 may be ageneral-purpose microprocessor (e.g., a central processing unit (CPU)),a graphics processing unit (GPU), a microcontroller, a Digital SignalProcessor (DSP), an Application Specific Integrated Circuit (ASIC), aField Programmable Gate Array (FPGA), a Programmable Logic Device (PLD),a controller, a state machine, gated or transistor logic, discretehardware components, or any other suitable entity or combinationsthereof that can perform calculations, process instructions forexecution, and/or other manipulations of information.

In another implementation, shown as 840 in FIG. 1, multiple processors860 and/or multiple buses 868 may be used, as appropriate, along withmultiple memories 862 of multiple types (e.g., a combination of a DSPand a microprocessor, a plurality of microprocessors, one or moremicroprocessors in conjunction with a DSP core).

Also, multiple computing devices may be connected, with each deviceproviding portions of the necessary operations (e.g., a server bank, agroup of blade servers, or a multi-processor system). Alternatively,some steps or methods may be performed by circuitry that is specific toa given function.

According to various embodiments, the computer system 800 may operate ina networked environment using logical connections to local and/or remotecomputing devices 820, 830, 840, 850 through a network 810. A computingdevice 830 may connect to a network 810 through a network interface unit896 connected to a bus 868. Computing devices may communicatecommunication media through wired networks, direct-wired connections orwirelessly, such as acoustic, RF, or infrared, through an antenna 897 incommunication with the network antenna 812 and the network interfaceunit 896, which may include digital signal processing circuitry whennecessary. The network interface unit 896 may provide for communicationsunder various modes or protocols.

In one or more exemplary aspects, the instructions may be implemented inhardware, software, firmware, or any combinations thereof. A computerreadable medium may provide volatile or non-volatile storage for one ormore sets of instructions, such as operating systems, data structures,program modules, applications, or other data embodying any one or moreof the methodologies or functions described herein. The computerreadable medium may include the memory 862, the processor 860, and/orthe storage media 890 and may be a single medium or multiple media(e.g., a centralized or distributed computer system) that store the oneor more sets of instructions 900. Non-transitory computer readable mediaincludes all computer readable media, with the sole exception being atransitory, propagating signal per se. The instructions 900 may furtherbe transmitted or received over the network 810 via the networkinterface unit 896 as communication media, which may include a modulateddata signal such as a carrier wave or other transport mechanism andincludes any delivery media. The term “modulated data signal” means asignal that has one or more of its characteristics changed or set in amanner as to encode information in the signal.

Storage devices 890 and memory 862 include, but are not limited to,volatile and non-volatile media such as cache, RAM, ROM, EPROM, EEPROM,FLASH memory, or other solid state memory technology; discs (e.g.,digital versatile discs (DVD), HD-DVD, BLU-RAY, compact disc (CD), orCD-ROM) or other optical storage; magnetic cassettes, magnetic tape,magnetic disk storage, floppy disks, or other magnetic storage devices;or any other medium that can be used to store the computer readableinstructions and which can be accessed by the computer system 800.

It is also contemplated that the computer system 800 may not include allof the components shown in FIG. 1, may include other components that arenot explicitly shown in FIG. 1, or may utilize an architecturecompletely different than that shown in FIG. 1. The various illustrativelogical blocks, modules, elements, circuits, and algorithms described inconnection with the embodiments disclosed herein may be implemented aselectronic hardware, computer software, or combinations of both. Toclearly illustrate this interchangeability of hardware and software,various illustrative components, blocks, modules, circuits, and stepshave been described above generally in terms of their functionality.Whether such functionality is implemented as hardware or softwaredepends upon the particular application and design constraints imposedon the overall system. Skilled artisans may implement the describedfunctionality in varying ways for each particular application (e.g.,arranged in a different order or partitioned in a different way), butsuch implementation decisions should not be interpreted as causing adeparture from the scope of the present invention.

In one embodiment, the present invention provides systems and methodsfor real-time bidding of advertisement locations during live eventbroadcasting. Intensity levels for different moments of a live event arecalculated based on analytical data of the live event. A broadcastercomputer automatically opens at least one advertisement location duringa specific moment in the live event broadcasting for auction at leastbased on an intensity level for the specific moment. Differentadvertiser computers automatically bid for the at least oneadvertisement location on the screen during the specific moment in realtime based on the intensity level, audience targeting information andtheir bidding settings. In one embodiment, the present inventionprovides analytics for key audience segments for a broadcaster who thenprovides targeting information for bidding advertisers. In anotherembodiment, a third party provides audience targeting information forbroadcasters and/or advertisers. At least one advertisement from atleast one winner is displayed at the at least one advertisement locationon the video images of the live event broadcasting during the specificmoment. A dynamic digital graphic element is overlaid on the videoimages of the live event broadcasting during the specific momentrepresenting a winner advertisement. During the live event broadcasting,there are multiple moments for bidding the advertisement location.Different digital graphic elements representing different winningadvertisements are overlaid at the advertisement location on the videoimages of the live event broadcasting during these multiple momentsrespectively.

Certain modifications and improvements will occur to those skilled inthe art upon a reading of the foregoing description. The above-mentionedexamples are provided to serve the purpose of clarifying the aspects ofthe invention and it will be apparent to one skilled in the art thatthey do not serve to limit the scope of the invention. All modificationsand improvements have been deleted herein for the sake of concisenessand readability but are properly within the scope of the presentinvention.

The invention claimed is:
 1. A system for advertising during livesporting event broadcasting, comprising: a server platform in networkcommunication with at least one broadcaster computer and at least oneadvertiser computer; wherein the server platform is operable tocalculate an intensity level for at least one moment of a live sportingevent; wherein the intensity level is a rating given to the at least onemoment of the live sporting event; wherein the server platform isoperable to receive an ask value for at least one location on videoimages for the at least one moment of the live sporting event from theat least one broadcaster computer, wherein the ask value is based on theintensity level; wherein the server platform is operable to receive atleast one bid value in real time for the at least one location on thevideo images for the at least one moment of the live sporting event foradvertisement from the at least one advertiser computer, wherein the atleast one bid value is based on the intensity level; and wherein the atleast one bid value is further based on bid settings by the at least oneadvertiser computer, the bid settings comprising a threshold intensitylevel for bidding, a maximum bidding price, and an advertisement budget.2. The system of claim 1, wherein the server platform is operable tooverlay at least one graphical element representing at least oneadvertisement from at least one bid-winning advertiser computer on thevideo images for the at least one moment of the live sporting event inreal time.
 3. The system of claim 2, wherein the server platform isoperable to receive at least one bid value for an instant replay of theat least one moment of the live sporting event independently from the atleast one bid value for the at least one moment of the live sportingevent, wherein the at least one graphical element is displayed in theinstant replay of the at least one moment of the live sporting event. 4.The system of claim 1, wherein the at least one location on the videoimages for the at least one moment of the live sporting event is fixedand designated.
 5. The system of claim 1, wherein the at least onelocation on the video images for the at least one moment of the livesporting event is variable based on the live sporting event.
 6. Thesystem of claim 1, wherein the server platform is operable to facilitatetransactions for advertising on the at least one location on the videoimages for the at least one moment of the live sporting event betweenthe at least one broadcaster computer and at least one bid-winningadvertiser computer.
 7. The system of claim 1, wherein the at least oneadvertiser computer is operable to manage bids and accounts on theserver platform via a bidder graphical user interface (GUI), and whereinthe at least one advertiser computer is further operable to monitor andoptimize advertisement campaign performance via the bidder GUI.
 8. Thesystem of claim 1, wherein the at least one bid value is based onaudience targeting data.
 9. The system of claim 1, wherein the intensitylevel is based on real-time data relating to the live sporting event,wherein the real-time data is collected from athletes, sportinginstruments, and videos automatically or manually via input capturedevices for the live sporting event.
 10. The system of claim 1, whereinthe intensity level is based on historical data and/or statistical datarelating to the live sporting event.
 11. The system of claim 1, whereinthe intensity level is based on prediction data relating to the livesporting event, wherein the prediction data comprises a probability fora certain event at a certain moment of the live sporting event.
 12. Asystem for advertising during live event broadcasting, comprising: aserver platform in network communication with a multiplicity ofbroadcaster computers and a multiplicity of advertiser computers;wherein the server platform is operable to calculate an intensity levelfor at least one moment of a live event; wherein the intensity level isa rating given to the at least one moment of the live sporting event;wherein the server platform is operable to receive an ask value for atleast one location on video images for the at least one moment of thelive event from the multiplicity of broadcaster computers, wherein theask value is based on the intensity level; wherein the server platformis operable to receive at least one bid value in real time for the atleast one location on the video images for the at least one moment ofthe live event for advertisement from the multiplicity of advertisercomputers, wherein the at least one bid value is based on the intensitylevel; wherein the at least one bid value is further based on bidsettings by the at least one advertiser computer, the bid settingscomprising a threshold intensity level for bidding, a maximum biddingprice, and an advertisement budget; and wherein the server platform isoperable to overlay at least one graphical element representing at leastone advertisement from at least one bid-winning advertiser computer onthe video images of the live event for the at least one moment inreal-time.
 13. The system of claim 12, wherein the intensity level isbased on event-specific weighting factors for a presence of at least oneevent element and an event context for the at least one event element.14. The system of claim 12, wherein the server platform is operable tofacilitate transactions for advertising on the at least one location onthe video images for the at least one moment of the live event betweenthe multiplicity of broadcaster computers and the at least onebid-winning advertiser computer.
 15. The system of claim 12, wherein thelive event is divided into fixed and equal moments, and wherein eachmoment has the same length timewise and has an intensity level.
 16. Thesystem of claim 12, wherein the live event comprises variable momentsdepending on the length of specific events happening during differentmoments.
 17. The system of claim 12, wherein the server platform isoperable to send a real-time alert when the intensity level is above apredetermined threshold to the multiplicity of advertiser computers viaa bidder user interface.
 18. A method for advertising during livesporting event broadcasting, comprising: providing a server platform innetwork communication with at least one broadcaster computer and atleast one advertiser computer, wherein the at least one broadcastercomputer is operable to broadcast video images of a live sporting event;the server platform calculating an intensity level for at least onemoment of the live sporting event based on real-time data, historicaldata, statistical data, and prediction data relating to the livesporting event; wherein the intensity level is a rating given to the atleast one moment of the live sporting event further based onevent-specific weighting factors for a presence of at least one eventelement and an event context for the at least one event element; theserver platform receiving an ask value for at least one location onvideo images for the at least one moment of the live sporting event fromthe at least one broadcaster computer, wherein the ask value is based onthe intensity level, wherein the at least one location on the videoimages is selected by the at least one broadcaster computer foradvertisement bidding for the at least one moment of the live sportingevent; the server platform receiving at least one bid value in real timefrom the at least one advertiser computer for the at least one locationon the video images for the at least one moment of the live sportingevent for advertisement, wherein the at least one bid value is based onthe intensity level; wherein the at least one bid value is further basedon bid settings by the at least one advertiser computer, the bidsettings comprising a threshold intensity level for bidding, a maximumbidding price, and an advertisement budget; the server platformoverlaying at least one graphical element representing at least oneadvertisement from at least one bid-winning advertiser computer on thevideo images of the live sporting event at the at least one moment inreal time; and the server platform facilitating transactions foradvertising on the at least one location on the video images for the atleast one moment of the live sporting event between the at least onebroadcaster computer and the at least one bid-winning advertisercomputer.
 19. The method of claim 18, further comprising the at leastone broadcaster computer opening a multiplicity of bids for the at leastone location on the video images for the at least one moment of the livesporting event based on audience segmentation data, wherein the audiencesegmentation data comprises demographic data, geographic data,psychographic data, and/or delivery channels for the broadcasting thelive sporting event.
 20. The method of claim 18, wherein theevent-specific weighting factors for a presence of at least one eventelement and an event context for the at least one event elementcomprise: presence of a star player, presence of a certain percentage ofstar players, a small numeric difference in score, a small percentagedifference in score, a short amount of time on a game clock, a shortamount of time on a shot clock, a high number of fouls or penalties onone or more players, a final game in a series, and/or a pivotal game ina series.